The $TACK$ part: Stacks sounds cool. The green color and text over the 2 rectangles makes it look like a stack of cash. Looks delicious like you want to touch it. The eye logo it looks like Illuminati which represents exclusivity. Like a secret cool group. 

Simplicity and alignment used also to make sure there wasn’t extra information to distract. I want you to be able to look at it for one second and recognize it.

To make this image I used the type tool I used the rectangle tool the ellipse and I used the shape builder tool. I tested different amount of stroke on the letters and I ended up using no stroke because that’s what I thought looked the best.